The Coca-Cola Company is bringing back Mr. Pibb, the cherry-flavored soda, with a nationwide relaunch in . The revival includes a reformulated recipe with 35% more caffeine, new flavors, updated packaging, and a national marketing campaign, signaling a renewed push into the spicy cherry soda segment.
The relaunch began this month with local production at the Atlantic Bottling Company in Iowa, with distribution planned statewide. Both regular Mr. Pibb and a zero-sugar version will be available, offered in expanded packaging formats including 20 oz. Bottles and 12-packs of 12 oz. Cans. The move comes as the company’s distribution agreement with Dr. Pepper concludes, opening the door for Coca-Cola to independently market and distribute the brand.
Beyond the caffeine boost, Mr. Pibb is expanding its flavor profile. Alongside the original cherry flavor, the brand is introducing “Thrillin’ Vanilla” – described as smooth and slightly sweet – and “Punchin’ Peach,” a lively, fruity option. Reyes Coca-Cola Bottling is handling distribution of these new flavors.
The return of Mr. Pibb to its original name is a direct response to consumer demand, particularly vocal requests on social media platforms like Reddit and X. The brand was previously rebranded as Pibb Xtra in , but persistent calls for the original moniker prompted the Coca-Cola Company to revert to Mr. Pibb. The updated branding retains the signature maroon color scheme but incorporates gold accents and an exclamation point.
The relaunch strategy targets both loyal, longtime fans and a new generation of consumers seeking bolder flavors and higher caffeine content. According to Dane Callis, director of sparkling flavors for Coca-Cola North America, “Consumers have been asking for Mr. Pibb’s bold kick of cherry flavor for some time. Mr. Pibb has a feisty loyal following, so he’s coming back in a bold, fresh way.”
The timing of the relaunch is also strategic, coinciding with a growing consumer interest in spicy cherry sodas. The company aims to capitalize on this trend with a product that offers an “intense cherry flavor, hints of caramel and what the company calls a ‘spicy bite.’”
The broader beverage market is also seeing activity. Reyes Beverage Group is promoting a range of winter beverages, including Borghetti Espresso Liqueur, Chambord Black Raspberry Liqueur, and La Marca Prosecco, alongside Coca-Cola products like Diet Cherry Coke and the new Mr. Pibb flavors. This suggests a broader strategy to cater to seasonal preferences and diverse consumer tastes.
The Coca-Cola Company’s decision to revitalize Mr. Pibb reflects a broader trend of companies revisiting and re-energizing legacy brands to tap into nostalgia and evolving consumer preferences. The investment in new flavors, increased caffeine, and modernized branding demonstrates a commitment to adapting to market demands and maintaining relevance in a competitive beverage landscape. A.P. Chaney, senior director of creative for sparkling flavors at Coca-Cola North America, noted, “This is a brand people know and love, but there is also an entirely new generation that doesn’t know Mr. Pibb exists.”
The Iowa-based Atlantic Bottling Company’s role in local production highlights the importance of regional partnerships in Coca-Cola’s distribution network. The company’s ability to quickly respond to market opportunities and consumer preferences will be crucial to the success of the Mr. Pibb relaunch and its broader beverage portfolio.
The relaunch of Mr. Pibb is not just a product launch; it’s a calculated move by The Coca-Cola Company to strengthen its position in the competitive soda market, respond to consumer demand, and leverage a recognizable brand with a loyal following. The increased caffeine content and new flavors are designed to appeal to a wider audience, while the return to the original name taps into a sense of nostalgia and brand authenticity.
